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Last month I speculated that physical experiences will play an enormous role in the future of marketing and communications. Researchers have discovered that your experiences act as a kind of source code for your brain. In the same way that computer code dictates what you see on a web page, different physical experiences write different ideas in your unconscious.
But I didn’t go far enough. I should have told you that your brain uses physical experiences to make sense of the world--whether you are actually having the experience or not. Researchers call this magical power “simulation,” and it is the key to making the experiential code available to everyone in marketing, even if the work you do isn’t physical.
It all started in the mid-1990s with the eating of an ice cream cone at a research lab in Parma, Italy. The team there had implanted electrodes in the brain of a monkey in order to map out which neurons controlled the monkey’s movements. One of the researchers had brought an ice cream cone back from lunch, and as the monkey watched him lift the cone to his mouth there was a spike in the monkey’s neural activity. The astonishing discovery: The neurons that fired were the same neurons the monkey used to move his own actual body. The monkey’s brain seemed to be having a physical experience just by watching a physical experience.
It turns out we all have a special cluster of cells in our brains that scientists have named “mirror neurons” because they seem to mirror in your brain an experience you see, hear, or read. For example, researchers discovered that certain parts of your brain light up when you kick your foot. Those same parts of your brain also light up when you just hear the word “kick.” In a separate study, researchers revealed that the word “cinnamon” activates the same part of your brain that turns on when you actually smell cinnamon. You understand the word by simulating the actual experience in your unconscious--just like you are doing right now....
Few topics in anime, apart from maybe piracy, are as divisive as English dubbing. Some love it because it makes their favorite shows that much more accessible to other audiences; some hate it because it was done outside of the original production team, or because they resent dubbing on principle.
There are financial pitfalls aplenty for career-building millennials--be it shoddy planning, outrageous debt, or credit card quandaries. At only 23, Zac Bissonnette has staked his young authoring career on untying his generation’s financial tangles: His second book, How To Be Richer, Smarter, and Better-Looking Than Your Parents, is out now (you can check out an excerpt here). Fast Company talked with the precocious author about financial freedom, Benjamin Franklin, and making good decisions automatic.
FAST COMPANY: To begin, are you richer, smarter, and better looking than your parents?
ZAC BISSONNETTE: I would say richer, yeah; smarter, no; better looking, maybe. You have to handicap it because my parents are 63. I would say we're even. That title I took from, there's an old Yiddish proverb, that with money in your pocket, you're handsome and wise, and you sing well too. The idea behind that is that if you have the money, if you're on top of the money thing, your life--everything else--is better. So that's really what that title's from, not so much a narcissistic comment.
Like Kanye West says, "Having money's not everything/Not having it is."
I think versions of that have been around long before Kanye West. It's absolutely true. Income only really affects happiness, in terms of differences in levels of income in lower levels of income. Someone who's earning $300,000 dollars a year is not really much happier than someone who's earning $200,000 a year. Someone who's earning $60,000 a year is a lot happier than someone who's earning $30,000 a year. The benefit of money is that is it can help you relax a little bit if you're on top of it, but other than that, it doesn't have some magic ability to make you happier.
What are some of the key elements of establishing financial stability?
The biggest one is getting out of debt--kind of a cliché, but it's really, really true. People that don't have debt are happier than people that have debt across t...
Patti Hart, CEO of International Game Technology, says it's important to see the customer is an individual first. Understanding them as people often speeds progress on providing products that delight them.
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For more bite-sized bits of wisdom on leadership and strategies for success, explore our ongoing video series at 30 Second MBA.
THIS week sees Marvel's superhero blockbuster Avengers Assemble unleashed on UK cinemas, a week ahead of its US launch on May 4.
Among the heroes gathered to tackle a global threat is Thor, with Chris Hemsworth reprising the role from his 2011 solo film.
It's the second time that Avengers director Joss Whedon (above) has worked with the Australian actor. Chris also stars in genre-twisting horror thriller The Cabin in the Woods, which Whedon produced and co-wrote.
"Chris is dreamy, he's a really fun guy," Whedon said, in a recent interview promoting both films.
"He's one of those guys who wakes up grateful, he loves the work, he loves being the single handsomest person who ever lived, he just enjoys himself.
"When we were doing Cabin, the first time we gave him a low-angle close-up, we were like, 'Wow, he's a movie star. In fact I think he's Captain America. He should play Captain America.'
"And then a month later they were calling in saying 'We're thinking about him for Thor'.
"In Thor he's so good he's ridiculous, he's a comic book come to life."
The cast list for The Avengers reads like a roll call of who's hot in Hollywood, among them Robert Downey Jr, Scarlett Johansson and Samuel L Jackson, but Whedon insists there were no tantrums or power struggles on set.
"If I meet any divas, I'll let you know. The Avengers cast was as ego-free and as co-operative and as collaborative and as gentle as any cast I've worked with," he says.
"They all care, they're there to get it done, and there's no posturing."
Whedon does reveal, however, that there was some costume envy between the male stars.
"Every now and then, one of them would look at the guy beside him and say, 'Is he cooler looking than me? His outfit, he's bigger' but apart from that, it was just fun making an entire film where all the corsets were worn by men."
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O2, one of the biggest U.K. cell phone networks, has realized that it can seize a place in the digital payment revolution by launching its own system...the O2 Wallet. It's a digital charge card system, which you fill up via payments from a traditional credit card, and then you can transfer funds between £1 and £500 between phones and to the websites of over 100 big-name retailers. For now it can't work in stores, but showing the countercultural powers of mobile pay the app lets you scan the barcode of an item you like in a store, and then helps you find it cheaper online. Plus NFC capabilities will be added soon to allow in-store purchases. It's clever, and is a taster of bigger things to come, but it's also a demo of how muddied the mobile payment waters are becoming as every enterprise in the race, from operators to phone makers to credit card firms, tries to jockey for best position.
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